Now a collaborative project between Mark Ronson, Sam Sparro and Theophilus London is in itself vaguely intriguing however it could easily go so wrong. The fact that at first signs it has all gone stupendously right is most definitely interesting. We are less impressed that this is essentially an advert for a new sneaker design by Ronson to be made available through the Gucci Icon-Temporary pop-up stores, but we will humbly accept a few pairs as payment for this advertising. Still just as Run DMC's My Adidas was far more than a marketing concept, this blend of falsetto soul, liquid crunk production and Brooklyn rhyme fodder should not be judged soley on it's rather shallow inspirational process.

Download: Chauffeur - Soles of Fire (via Fader) / alt link